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D'Arcy beats three to retain 5m [pounds sterling] Tetley Tea advertising.(Brief Article)
D'Arcy has been reappointed to the 5 million [pounds sterling] Tetley Tea account after a final shootout against HHCL & Partners.
Partners BDDH and TBWA\London also pitched for the account, but left the running last week. The review was conducted by Agency Assessments International and overseen by Tetley's marketing director, Nigel Holland.
D'Arcy has held the Tetley account for more than 21 years--it won the business as D'Arcy-MacManus Masius in 1979.
The review was called after Tetley decided that it needed a change in its brand strategy as the tea market comes under pressure from growth sectors such as fashionable coffee brands and the chocolate and malted drinks sector.
It has been reported that Tetley will drop the iconic Tetley Teafolk in favour of a more contemporary strategy. The Teafolk cartoon characters have promoted Tetley since 1973. One ...
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